I knew designer labels had a psychological effect on people who see them, but I am surprised by the size of the effects discovered by researchers at Tilburg University in the Netherlands. They found that people in designer labelled clothes were rated as significantly higher status and wealthier than those in the same clothes sans labels. They found that 52% of people would take a survey from a person in a Tommy Hilfiger garment, compared with 13% for the same garment without the logo. They also found people more willing to give a job to someone bearing a designer logo, with a recommended salary 9% higher.
The strategies suggested by this data are pretty obvious: even if it seems a bit tasteless, it may be wise to emblazon yourself with labels, especially when dealing with strangers.
The label that send I notice and conveys a positive message to me is MEC (Mountain Equipment Co-op).
I think I notice and feel an adverse response to people who have in dress shirts with their initials on their cuffs.
It is plausible that a subset of people will behave less positively when confronted with someone in designer clothes. The original studies may contain some discussion of that.
Social benefits of luxury brands as costly signals of wealth and status
R Nelissen… – Evolution and Human Behavior, 2011 – Elsevier